Study of Indian Media Industry-pushparaj Shetty (Mms Marketing)

8/6/2019 Study of Indian Media Industry-pushparaj Shetty (Mms Marketing)

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A

PROJECT REPORT

ON

Study of

Indian Media Industry

Submitted To:

University of Mumbai

In Partial Fulfillment of award of

Master in Management Studies Degree

Submitted By:

Pushparaj Shetty

N. L. Dalmia Institute of Management Studies & Research

(Batch 2006-2008)

CERTIFICATE FROM PROJECT GUIDE

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This is to certify that Mr. Pushparaj Shetty,

a student ofMMS (Marketing),N.L.Dalmia Institute of Management

Studies and Research, Mumbai, has worked under my

guidance and supervision and successfully completed the

project. This Project has the requisite standard and to the

best of my knowledge no part of it has been reproduced from

any other summer project report, monograph or book.

Signature of Candidate:

Signature of Guide:

Project Guide:

Prof. Subramanium

Faculty- Marketing

TIMSR, Kandivli (East).

Date: 20th March, 2008

ACKNOWLEDGEMENT

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The work that I have presented today to you stands as atestimony to the sincere efforts put in by me and to theguidance and help given to me by so many people directly or

indirectly, for whom I would like to thank from the abyss ofmy heart.

The joy of completion is never complete till the fruits areshared with the ones who helped me to achieve my aim tosome extent.

I wish to express my deepest gratitude to TAM Media

Research for giving me this valuable opportunity in doing myproject work using their valuable resources, in their esteemedorganization.

I shall have a great sense of pleasure to express my gratitudeto our internal guide Prof. Subramanium, whose guidance hasreally helped me to prepare an effective summer project.

TABLE OF CONTENT

INDEX

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EXECUTIVE SUMMARY

Introduction

The Indian Media and Entertainment (M&E) industry is poised to enter agolden era. One of the largest markets in the world, the industry isseeing strong growth and has the potential to garner US$ 200 billion by2015. This booming industry opens lot of opportunities; hence it isnecessary to analyze the previous trends to have a betterunderstanding of its future operations.

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Objectives

The primary objective of this study is to analyze the present scenario of

the Indian media industry & its growing trends over the years.

To understand the most attractive medium TELEVISION in details & itsviewing pattern

The Ad spends on various mediums

Research Methodology

This is an exploratory research along with secondary data. There are

various Industry tools used in churning the accurate data for thepurpose of this study.

National surveys data has been used to support the study.

The study has special attention to Television medium.

Limitations

The major limitation for this project are:

National Surveys based on Census, last updated in 2001. Lack of intense database for all mediums.

Lack of measurement of some mediums.

AdEx ( Advertisement Expenditure data available only for Radio,Print & Television)

INTRODUCTION

INTRODUCTION TO MEDIA:

Media: - Literal definition of media is MEDUIM. A medium of transfer, a

medium of change, a medium of transformation, a medium of

education; that is what the term Media means in the context of

propagation of ideas, information, knowledge and news & analysis.

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TYPES OF MEDIA VEHICLES

Broadcast media:1. Television

2. Radio

Narrowcast media:1. Video and cable TV,

2. Cinema

Print:

1. Newspapers:

(a) Daily

(b) Weekly

(c) Sunday

(d) Weekend supplement

2. Magazines:

(a) Consumer magazines: general interest or special interest.

(b) Business publications: trade & institutional publications,etc.

Outdoor:(a)Billboards

(b) Transit media

Rural media

New media

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Media Strengths and Weaknesses

Media Strengths Weaknesses

Television Dynamic attention gettingmedia, combining visual,sound & animated stimulus

Strong potential Impact &High market coverage

Good at demonstratingproducts

Enabling targeting throughselection of viewingchannels and slots betweenspecific programme

High level of initialexpenditure required

Now you see it, Now youdont media, in thatcommercials are on the screenand gone within seconds

Poor at communicatinglengthy technical information

Time consuming to produce anad

TV ads alone do not suffice: in

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Role model advantage: herethe advertisers havecelebrities as endorsers.Celebes are role models ofthe youth and the youth

always ape to be like them Creation of AIDA:

advertising in TV attractsAttention that creates anInterest and Desire that canlead to Action in the form offinal purchase.

order to make the campaignsuccessful TV ads have to besupported with other medialike print or radio.

Ads are very short to provideany detail information.

Statutory controls: the TV adshave to adhere to the I&Brules. Surrogateadvertisements have beenbanned

Newspaper

Targeting is possiblethrough profiling readership

Good level of marketcoverage

Local advertising possible

Inexpensive medium when

used selectively. Reinforcement medium

Static media, not suitable for

product demonstration

Potential for poorreproduction, sometimeslimited to black and whiteprint

Quality of paper used is notvery effective and reduces theattractiveness of ads

Possibility of an individualadvert being lost on a page ofadverts

Short-life span, i.e. yesterdaysnewspapers become todaysrubbish

Informal reading: people mayskip ads

Radio Mass use of radio byaudience, particularly in

cars on the way to work andhome. 90% of India hasaccess to Radio which isunmatched by any othermedia

Very effective for reachingthe large rural audience.

Audio communication only

Misunderstanding: sometimes

there might be amisconception regarding theradio ad as it is only heard.

Now you hear it, Now youdont

Lower attention levels than

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High geographic anddemographic reach

Targeting is possiblethrough selection of channeland programme

Low literacy rates mean thatthe people hardly readnewspapers and radio is theonly medium that they canunderstand. They cantafford a TV set. Thereforeradio is the most popular.

television from the audience

RJ needs training: it is veryimportant that the Radio

Jockey is trained enough todeliver the ad. Sometimes thevoice really matters. If thevoice is irritating then there isa chance that the campaignmay flop.

Magazines

High quality reproduction

Targeting is possiblethrough specialistpublications

Coffee table effect advertcan be referred back to

Longer life span

Good supplement to TV:magazines reach special

target groups which is notpossible only through TVads.

Static media, not suitable forproduct demonstration

Control of the positioning ofadverts is often under thecontrol of magazine editor,rather than the sponsor

Lengthy lead-time betweenadvert being placed and

magazine being published

Outdoor

High repeat exposure toadvert hence long life

Relatively low cost

Low levels of competition, in

terms of advertising clutter It offers geographic

selectivity. The marketercan vary the ad messageaccording to the particularsegment of the market.

Little audience selectivity /targeting possible

Static media, not suitable forproduct demonstrations

Difficult to monitor

effectiveness Potential for damage, via

weather and graffiti

Outdoor advertising whenemployed on a national basisproves to be expensive.

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INDIAN MEDIA INDUSTRYS PRESENT SCENARIO

The Indian Media and Entertainment (M&E) industry is poised to enter agolden era. One of the largest markets in the world, the industry isseeing strong growth and has the potential to garner US$ 200 billion by

2015. The eighth PricewaterhouseCoopers (PwC) Global Entertainment andMedia Outlook has ranked India as the fastest growing market in theworld for spends in entertainment and media in the next five years.India will be one of the key drivers in pushing the global entertainmentand media industry to US$ 2 trillion by 2011. With a compound annualgrowth rate (CAGR) of 18.5 per cent, the Indian M&E industry is thefastest growing in the Asia-Pacific, says the study.

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Cinema

The Indian film industry, with over 3 billion admissions per annum, is thelargest in the world, in terms of number of films produced per year. This

industry, which was worth US$ 2.12 billion in 2006, is estimated to growat a CAGR of 16 per cent to US$ 4.42 billion by 2011.

The opening of the film industry to foreign investment coupled with thegranting of industry status to this segment has had a favourable impact,leading to many global production units entering the country. Forexample, Walt Disney has partnered with Yash Raj Films to makeanimated movies, the Warner Group is funding the Sippys' film projects,Viacom has joint-ventured with the TV 18 group to form Viacom-18, andSony Pictures Entertainment has co-produced Saawariya with SLB Films(Sanjay Leela Bansali FIlms).

Simultaneously, advancements in technology along with a rise inconsumer income and change in consumption patterns has led amassive shift in all spheres of the film industry -- production, exhibition,distribution and marketing.

One perceptible change has been the rapid growth of multiplexes, whichmeets consumer demand for quality entertainment and has also helpedboost production of niche films targeted at niche audiences.

Television

The television industry in India is currently at its prime, contributing thelargest share in the total media and entertainment industry in the lastthree years. While India is the third largest cable television market inthe world, the penetration levels of pay TV is still low which promises ahuge untapped potential for growth.

A report by PwC estimates that the Indian television industry's revenuewill grow at a CAGR of 22 per cent to US$ 13.11 billion by 2011 fromUS$ 4.82 billion in 2006. The buoyancy of the Indian economy coupledwith new distribution platforms like DTH and IPTV among others is likelyto propel the growth of this industry.

Significantly, there has been an increase in the growth of digitaldistribution platforms like DTH. A report by Ernst & Young estimates thatby 2010, 28 per cent of the estimated 100 million pay TV householdsare likely to switch to digital platforms, with DTH at the top.

Music

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The Indian music industry, which until recently was overwhelminglydominated by film music, is now being propelled by non-film music aswell. According to the PwC report, the Indian music industry is estimatedto grow at a CAGR of 4 per cent from US$ 1.81 billion in 2006 to US$2.19 billion in 2011. Significantly, the share of digital music is likely to

increase, with an estimated growth rate of 25 per cent.Digital music sales exceeded physical sales of music for the first time in2006, primarily driven by mobile phone platforms like caller ring backtones, ring tones and music clips.

The surge in mobile sales has helped India emerge as one of the world'slargest markets for mobile music. According to the Cellular Operators'Association of India, the size of the mobile music industry is likely togrow to around US$ 170 million by the end of 2007, from about US$ 115million in 2006.

Radio

The cheapest and oldest form of entertainment, reaching 99 per cent ofthe population, this segment is likely to see dynamic changes, with theadvent of private players (including foreign participation).

Presently, 30 odd radio companies, having license to operate 266private FM radio stations across 91 cities within the next 12 months,have already invested US$ 884.33 million. Simultaneously, the numberof operational FM radio channels reached 120, by the end of October2007.

According to industry estimates, India will have 600 stations (250 AllIndia Radio and 350 private) in 100-odd cities, this year. Looking ahead,this segment is likely to see a robust CAGR of 28 per cent, growing fromUS4 1.26 billion in 2006 to US$ 4.29 billion in 2011.

Advertising

The Indian advertisement expenditure is doubling every five years,boosted by robust growth in television and print campaigns, says a

report by London-based Zenith Optimedia, the media planning andbuying arm of advertising group Publicis.

After growing at an average of 13-15 percent in the last three years, theIndian advertising industry is estimated to grow 61 per cent by 2010,with advertising spending growing from US$ 5.74 billion in 2007 to US$9.28 billion by 2010. Simultaneously, the share of advertisingexpenditure is likely to increase from 0.5 per cent of GDP in 2007 to0.53 per cent of GDP in 2010.

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The FM radio sector was opened for FDI with a 20 per cent cap.

Permitting setting up of uplinking hubs for satellite uplinking byprivate TV broadcasters from the Indian soil.

Giving industry status to the films segment.

Opening FM Radio operations to the private sector.

Global Majors

International media giants are all vying for a stake in the segment. Inthe last three years (2004-06), US$ 89.18 million of FDI has flowed intothe sector.

Sony Online Entertainment is all set to open a gamedevelopment studio in India.

Crest Animation Studios Ltd's US subsidiary, RichCrestAnimation, had entered into a co-production and co-financingdeal with Lions Gate Entertainment.

Walt Disney has acquired UTV Software's Hindi-languagechildrens' channel Hungama.

UK's Financial Times has acquired a stake in the BusinessStandard newspaper.

Dow Jones owns a 26 per cent stake in The Wall Street Journalventure in India.

Reliance Entertainment has struck an exclusive deal with theGWC, the IPR holders of iconic viewing and observationstructures such as the London Eye and the Singapore Flyer todevelop and operate great wheels and observation platforms.

With such investments flowing in, the media and entertainment industryis likely to grow at twice the rate of India's GDP. Consequently, theindustry is estimated to grow at a CAGR of 18 per cent from US$ 11.03billion in 2006 to US$ 25.26 billion by 2011.

ADVANTAGES AND DISADVANTAGES OF THEMAJOR TYPES OF MEDIA

Advantages Disadvantages

When to Use

DirectMail

Most personal formof advertising. Byselecting names byzip code, mailingcan be pinpointed to

Difficult to findmailing list ofprospects byoccupation athome addresses

If the right mailinglist can be found,this is potentiallythe most effectivemedium no other

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precise geographicarea

Mailing lists may beused to targetspecific groups

Can evaluate itseffectiveness bycalculating responserates

Cost for reachingeach prospect ishigh

Many peopledont like

unsolicited offers

medium gives theprospect as much afeeling of beingspecially selected

Particularly valuable

in competitivesituations

Internet Relatively cost-effective

Can target types ofviewers

Messages can betimely

Ads can beinteractive

Able to reach aglobal audience

Should be onecomponent of themarketingstrategy

impact gauging isdifficult

Range of costscan varydramatically

Appropriate forongoing campaigns,especially asresource foradditionalinformation.

Banners, Ezines &links can drivetraffic to site

Magazines

Can select targetedaudiences

Ad size flexibility

High quality printing

Prestigious editorialenvironment

Long life prospectskeep magazines andreread them

Wide geographiccirculation usually cannot beused to limitrecruiting tospecific area

Long lead timefor ad placement

Costs can be high

When job isspecialized

When time andgeographiclimitations are notof utmost

importanceWhen involved inongoing recruitingprograms

Newspaper

Short deadlines

Ad size flexibility

Circulationconcentrated inspecific geographicareas

Reach a diverseaudience

Classified sectionswell organized foreasy access.

Easy to ignore

Considerablecompetitiveclutter

Circulation notspecialized pay

for unwantedreaders

Poor printingquality

No Specific TG.

When you want tolimit recruiting to aspecific area

When sufficientnumbers of prospects areclustered in aspecific area &When enoughprospects arereading help-wantedads to fill hiringneeds

Outdoor Difficult to ignore. Only very brief When there is a

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(roadsidebillboards) andTransit(posters

on buses&subways)

Can reach prospectsas they are literallytraveling to theircurrent jobs

Precise geographic

selectivityReaches largenumbers of peoplemanytimes at a lowcost

message ispossible

Requires longlead forpreparation &

must be in placefor long period oftime. (Usually 1-3months)

steady hiring needfor large numbers ofpeople that isexpected to remainconstant over a long

period of time

Point-of-Purchase(Promoti

onalmaterialsatrecruitinglocation)

Calls attention toemployment story attime when prospectscan take some typeof immediate action

Creative flexibility

Limitedusefulness:prospects mustvisit a recruitinglocation before it

can be effective

Posters, banners,brochures, audio-visual presentationsat special eventssuch as job fairs,

open houses,conventions, as partof an employeereferral program.

RadioandTelevision

Difficult to ignore.Can reach prospectswho are not activelylooking for a jobbetter than

newspapers andmagazines

Can be limited tospecific geographicareas

Creatively flexible.Can dramatizeemployment storymore effectivelythan printed ads

Little competitiverecruitment clutter

Only brief,uncomplicatedmessages arepossible

Lack of

permanence;prospect cannotrefer back to it.(Repeated airingsnecessary tomake animpression.)

Creation &production ofcommercials particularly TV:can betimeconsuming &costly

Lack of specialinterestselectivity.

In competitivesituations when notenough prospectsare reading yourprinted ads

When there aremultiple jobopenings and thereare enoughprospects in specificgeographic area

When a largeimpact is neededquickly. A blitzcampaign cansaturate an area intwo weeks or less

Useful to callattention to printedads or web site

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Why the Media is on an increase?

All the above mentioned reasons are leading to an expandedgrowth in the usage of Mass Media for communication

The Reach of Different Mediums across SECs

The above grid shows that SEC A1 is reached well through allthe mentioned Mediums.

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Region Wise spreads of theaters

Andhra Pradesh has the highest penetration of theaters in India

Media Penetration as of 2003Medium All India Urban

Print 25% 46%

Terrestrial Televison 53% 80%

Cable & satelliteTelevision

20% 46%

Radio 22% 25%

Cinema 7% 11%

Internet 1% 3%

Industry Overview: Current Market Size is estimated at USD 7.72 bn

Expected to reach USD 18.32 bn by 2010, a CAGR of 19%

Maximum growth expected in Television and Film segments

More than 300 national and regional TV channels

Close to 1000 films made every year

Liberal FDI policies across all the segments of the industry

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Government focusing on regulations to give further impetus tothe industry

Television is the largest segment with close to 42% share inindustry revenues followed by print media at 30.9% and films at19.3% in 2005

Televisions share expected to increase to more than 50% by 2010

at the cost of print medias share

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Indian Television Industry - Wholesomeentertainment

Largest segment in the industry with market size of USD 3.24bn in 2005

Expected to reach USD 9.34 bn by 2010, a CAGR of 24%

Subscription accounts for 58% of the total revenues followedby advertising and software

India currently has 105 million TV households and over 60million cable connections

TV penetration expected to increase to 135 million households

and cable connections to 85 million households by 2010

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The Idiot Box

Television in India holds the biggest pie of share in the MediaIndustry

The growth levels expected in this Medium is humungous

This medium will specifically see lot of organized growth

There is a need to understand this medium in detail, as it will posegreat influence on other Mediums too.

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Understanding the Indian Media Landscape

Update on Indian Media landscape

TV penetration and CS penetration in India Reach of various media

Growth in number of channels

Growth in viewership of different genres

Top rated programs in different genres

Impact of fragmentation on TV viewership

Region wise analysis of TV Consumption pattern

TV viewership share across markets (UP, MP, WBetc.)

Viewership share of markets by language

Genre wise share across markets

Reach level of different genres across regions

Understanding Advertising pattern in India

Size of advertising revenue by media

Growth in Ad spends across years

Share of ad spends across languages

Analyzing advertising pattern on TV, Print & Radio

Ad revenue trend across years

Ad revenue split across zones

Top Categories, Advertisers & Brands in different Zones

Update on Indian Media Landscape

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What changes are observed in Universe Size ?

The Total TV owning households has seen a 3% increase in a year.

This shows the kind of potential this medium has in the current scenario.

What is the change in the TV ownership & CSpenetration?

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All over India, 51% of homes have Television Sets, among them 61% ofhomes are C&S homes

Delhi had max. No. of TV Households and

TamilNadu had max. C & S Penetration

The C& S penetration & colour TV sets has increase over the years

State wise break up of TV owning households,TV ownership & CS penetration

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66%60%0.5Meghalaya

59%45%1Tripura

35%57%2Uttaranchal

86%91%3Delhi

60%74%5Haryana

44%38%5Chattisgarh

45%29%5Jharkhand

28%34%6Assam

48%80%7Punjab/HP/Chandigarh

70%69%8Kerala

47%38%9Orissa

36%46%11Rajasthan

61%56%11Gujarat

83%66%12Karnataka

47%40%13Madhya Pradesh

22%22%16Bihar

92%67%17Tamil Nadu/Pondicherry

62%43%18West Bengal

91%66%19Andhra Pradesh

58%63%23Maharashtra/Goa

27%36%29Uttar Pradesh

61%51%219All India

C&S HouseholdsTV OwnershipHouseholdsStates

66%60%0.5Meghalaya

59%45%1Tripura

35%57%2Uttaranchal

86%91%3Delhi

60%74%5Haryana

44%38%5Chattisgarh

45%29%5Jharkhand

28%34%6Assam

48%80%7Punjab/HP/Chandigarh

70%69%8Kerala

47%38%9Orissa

36%46%11Rajasthan

61%56%11Gujarat

83%66%12Karnataka

47%40%13Madhya Pradesh

22%22%16Bihar

92%67%17Tamil Nadu/Pondicherry

62%43%18West Bengal

91%66%19Andhra Pradesh

58%63%23Maharashtra/Goa

27%36%29Uttar Pradesh

61%51%219All India

C&S HouseholdsTV OwnershipHouseholdsStates

Delhi has a whooping 91% TV ownership out of the 3 Millionhouseholds, out of which 86% are C& S households

Southern states like Andhra Pradesh, Tamil Nadu/ Pondicherry,Karnataka, Kerela have a high level of C& S penetration

What is the reach of different medium?

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Growth in number of channels

New launches and Growth in Viewership

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How have the different channel genres grown?

Has this increase in channels lead to increase inviewership?

Genres like News (English, Hindi, Regional & Business), Kids,Music have witnessed increase in viewership across years

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What do the viewers watch in India?

Regional & Hindi GEC together constitute nearly 50% of thetotal viewership pie

Is domination of big players coming down ?

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Is Fragmentation on rise?

The viewership share of top 5 channels has been steadilydeclining across year

How has fragmented viewing impacted Time spent on TV ?

Which genres have been impacted due to fragmentation ?

News and Kids have observed increase in avg. weekly timespent over years

English movies, Hindi & Regional GEC, and Cable genre havewitnessed drop in time spent

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Region wise analysis of TV Consumption pattern

Which markets have higher TV viewership share ?

Maharashtra, TN & AP constitute around 40% of All India viewership

Source: TAM People Meter System

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Analyzing each market in detail

Analyzing AP market

Telugu language has the maximum viewership share followed by Hindiin AP

Regional GEC commands a share of 46% followed by Cable at 12%and Regional Movies at 11%

Regional GEC has a reach of 91% in AP followed by Regional Movies at82%

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Analyzing Karnataka market

Karnataka market has a mix of languages that are viewed

Regional GEC and Regional Movies together constitute 60% oftotal viewership in Karnataka

Apart from Regional GEC & Movies, Hindi GEC & Movies have aavg. weekly reach of 65%+

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Analyzing Kerala market

77% of the TV owning population in Kerala prefers to watchMalayalam programs

Surya TV and Asianet together garner 45% of the total viewershipshare in Kerala

After Regional GEC, Regional Music has the maximum reach inKerala

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Analyzing TN market

Among all languages, 84% of viewership is to Tamil language in TN

Sun TV garners 42% share followed by KTV at 15%

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Analyzing Orissa market

Viewership share of Hindi programming is at 69% in Orissa

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Analyzing Gujarat market

Hindi & English programming constitute to 92% of total viewershipin Gujarat

Hindi GEC genre garners 40% share among all genres while StarPlus leads the channel share at 20%

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Analyzing Maharashtra market

Hindi language has maximum share at 65% followed by Marathi at22%

Hindi News genre garners 17% relative share in Maharashtra

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Analyzing MP market

In MP, 90% of viewership share is contributed by Hindi programs

Star plus has a share of 16% in MP followed by cable and Zee TV at14% & 11% respectively

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Analyzing Delhi market

Hindi language programming commands a share of 90%

Hindi Movies and Hindi News are neck to neck in terms ofviewership share in Delhi

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Analyzing PHCHP market

Hindi programming has the maximum share followed by Englishprogramming at 10%

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60% of viewership in Rajasthan is on Hindi GEC and Hindi Movies

The Indian Advertising Scenario

Growth in the Number of Companies

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Size of Ad revenue pie & How is it split by Medium

What is the size of Indian ad revenue pie?

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Print stride ahead all other media with 48% ad revenue

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What is the split of Ad spends across languages?

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Analyzing advertising pattern on TV, Print & Radio

Television

Growth of Ad spend on TV across years

Ad volumes on TV grew faster than ad spends

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What is split of Ad spend on TV across Zones ?

What is the split across genres?

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Which are the top Categories on TV ?

31% of ad spends accounted by Overall Top Categories

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Which are the top Advertisers on TV ?

HLL was the Top player on TV

Which are the top Brands on TV ?

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Colgate Dental Cream had the max. ad spends

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Print

Growth of Ad spend on Print across years

Ad spends and Volumes on Print growing almost same pace

What is split of Ad spend on Print across Zones ?

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East Zone Publications have maximum share of spends

Which are the top Categories on Print ?

Properties/Real estates is the top spender on Print

Top 10 Categories constitutes 37% of ad spends

2%1362Social Advertisements10

2%1444Readymade Garments9

2%1471Events8

3%1607Two Wheelers7

3%1679Travel & Tourism6

4%2552Cars/Jeeps5

4%2608Independent Retailers4

4%2717Corporate/Brand Image3

6%3658Educational Institution2

6%3706Properties/Real Estates1

% shareSpends

(Rs. in Mn.)CategoriesRank

2%1362Social Advertisements10

2%1444Readymade Garments9

2%1471Events8

3%1607Two Wheelers7

3%1679Travel & Tourism6

4%2552Cars/Jeeps5


4%2717Corporate/Brand Image3

6%3658Educational Institution2


% shareSpends

(Rs. in Mn.)CategoriesRank

Which are the top Advertisers on Print ?

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4 of the top 10 advertisers are from the Auto sector

1%356Nokia Corporation10

1%365Samsung India Electronics Ltd9

1%417Reliance Communications8

1%433Hero Honda Motors Ltd7

1%440Tata Motors Ltd6

1%458LG Electronics India Ltd5

1%506Bajaj Auto4

1%594Pantaloons Retail India Ltd3

1%711Maruti Udyog Ltd2

1%828Hewlett Packard India Ltd1

% shareSpends

(Rs. in Mn.)AdvertisersRank

1%356Nokia Corporation10

1%365Samsung India Electronics Ltd9


1%433Hero Honda Motors Ltd7

1%440Tata Motors Ltd6

1%458LG Electronics India Ltd5

1%506Bajaj Auto4

1%594Pantaloons Retail India Ltd3

1%711Maruti Udyog Ltd2

1%828Hewlett Packard India Ltd1

% shareSpends


Which are the top Brands on Print ?

IIPM is the highest spender on Print

0.3%171ParsvnathDevelopers10

0.3%178Hero Honda Motorcycles9

0.3%184Ministry Of Consumer Affairs8

0.4%227TVS Star City7

0.4%238Incredibleindia6

0.4%243Big Bazaar5

0.4%273Maruti Car Range4

0.5%296Reliance Mobile3

1%322Ministry of Health & Family Welfare2

1%360IIPM1

% shareSpends

(Rs. in Mn.)BrandsRank

0.3%171ParsvnathDevelopers10

0.3%178Hero Honda Motorcycles9

0.3%184Ministry Of Consumer Affairs8

0.4%227TVS Star City7

0.4%238Incredibleindia6

0.4%243Big Bazaar5

0.4%273Maruti Car Range4

0.5%296Reliance Mobile3

1%322Ministry of Health & Family Welfare2

1%360IIPM1

% shareSpends

(Rs. in Mn.)BrandsRank

Radio

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*Only FM Radio stations are considered for the Analysis

What is split of Ad spend on Radio across Zones?

Which are the top Categories on Radio?

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43% of ad spends accounted by Overall Top Categories

High Cross Media promotions on Radio

2%47Corporate/brand Image10

2%50Internet/SMS Service9

2%63Life Insurance8

3%78Publications/books7

3%80Mutual Funds6

3%81Jewellery5


6%183Cellular Phone Service3


13%376TV Channel Promotions1

% shareSpends(Rs. in Mn.)CategoriesRank

2%47Corporate/brand Image10

2%50Internet/SMS Service9

2%63Life Insurance8

3%78Publications/books7

3%80Mutual Funds6

3%81Jewellery5


6%183Cellular Phone Service3


13%376TV Channel Promotions1

% shareSpends(Rs. in Mn.)CategoriesRank

Which are the top Advertisers on Radio ?

Four players from the Cellular Phone Service category in the Top 10

Real Estate, Insurance, Auto and Pharma advertisers secure place in theTop 10

0.8%23Tata Sky Ltd10

0.8%24Hutchison Essar Telecom Ltd9

0.9%25Prince Pharma8

0.9%26Maruti Udyog Ltd7

1%33Life Insurance Corporation of India6

1%45Bharti Airtel Ltd5


2%47GTM Builders & Promoters3

2%60MTNL2

5%161Hindustan Lever Ltd1

% shareSpends


0.8%23Tata Sky Ltd10

0.8%24Hutchison Essar Telecom Ltd9

0.9%25Prince Pharma8

0.9%26Maruti Udyog Ltd7

1%33Life Insurance Corporation of India6

1%45Bharti Airtel Ltd5


2%47GTM Builders & Promoters3

2%60MTNL2

5%161Hindustan Lever Ltd1

% shareSpends


Which are the top Brands on Radio?

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The number of channels increasing over years, fragmentation ofviewership is on rise

Avg. weekly time spent on Total TV has been steadily decreasing

Maharashtra, TN and AP are the largest markets in terms ofviewership at an All India level

The size of Indian media advertising is pegged at 163bn of whichPrint commands 48% share.

Ad spends on Radio in 2006 over 2005 have grown at a faster ratethan that of TV and Print

Genres like News (English, Hindi, Regional & Business), Kids,Music have witnessed increase in viewership across years

Regional & Hindi GEC together constitute nearly 50% of the totalviewership pie

Number of channels contributing to 80% viewership has increasedfrom 31 in 2004 to 41 in 2007

The avg. weekly time spent on total TV is dropping across years

On Radio : Four players from the Cellular Phone Service categoryin the Top 10

On Print: Properties/Real estates is the top spender on Print & 4 ofthe top 10 advertisers are from the Auto sector

On TV: Ad volumes on TV grew faster than ad spends & OverallGECs accounted for 62% of ad spends

9 out of 10 viewers in MP are exposed to Hindi GEC genre

Bengali and Hindi programming have maximum viewership sharein WB

Bibliography

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Websites

1. www.tamindia.com

2. www.altavista.com

3. www.agencyfaqs.com

4. www.exchange4media.com

5. www.adexindia.com

6. www.indiantelevision.com

7. www.wikipedia.com

8. www.ibef.com

Books

1. C.K. Kothari (Research Methodology)

2. Philip Kotler (Marketing Management)

3. NRS Data

Softwares

1. SESAME

2. MAP 3.0

3. Media Xpress 3.0

Documents

Study of Indian Media Industry-pushparaj Shetty (Mms Marketing)